Деловой английский- расширяем активный словарный запас Marketing

Topic 9.1          Marketing - Market Research
∙  primary data N-UNCOUNT secondary data N-UNCOUNT
Primary data is information about a subject that is collected at first-hand,
for example by means of interviews. Secondary data is information about a subject
that has already been written or published.
A large number of published books and articles, plus various newspaper reports,
are used to supplement his primary data. Secondary data sources - for example,
various national and international statistical publications - were used to supplement
,  the main body of information.
∙  field research N-UNCOUNT desk research N-UNCOUNT
Field research is research that is done in a real, natural environment, for example
by interviewing people, rather than in a theoretical way. Desk research is research
that is done in a theoretical way, by reading what has already been written about
a subject.
We must ensure that field research finds its way back into
practice, within British industry and commerce.
He states that desk research cannot "fulfil the field research role
of putting the supplier in direct touch with the consumer."
∙  market research N-UNCOUNT
Market research is the activity of collecting and studying information about
what people want, need, and buy.
Saturn carried out extensive market research to decide how to
sell its cars.
A new all-woman market research company has been set up to
find out what women think about major news and issues.
Common Collocations
to conduct market research        to do market research to carry out market research
∙  survey (surveys, surveying, surveyed)
[fj N-COUNT
If you carry out a survey, you try to find out detailed information about a lot
of different people or things, usually by asking people a series of questions.
According to the survey, overall world trade has also slackened.
Ill VERB
If you survey a number of people, companies, or organizations, you try to find
out information about their opinions or behaviour, usually by asking them a series
of questions.
Business Advisers surveyed 211 companies for the report.
Only 18 percent of those surveyed opposed the idea.
Common Collocations
to conduct a survey             to cjo a survey
a survey finds                       a survey shows
a survey reveals                    a survey says
∙  respondent (respondents) N-COUNT
A respondent is a person who replies to something such --\ i survey or set of
questions.
There were more than 300 respondents to the survey.
∙ consumer panel (consumer panels) N-COUNT focus group (focus groups) N-COUNT
A consumer panel is a specially selected group of people .'.tj are intended to
represent the likely users of a particular proc_a I or service. Consumer panels
try out the product or service    I and give their opinions on it. A focus group
is a specially selected group of people who are intended to represent the general
public. Focus groups have discussions in which the -   I opinions are recorded
as a form of market research.
Our consumer panel tasted both homemade chocolate cakes yim
cakes made from mixes.
He put together a business plan and tested it with a focus_g^tjf^
∙  market test (market tests, market testing, market tested)
test market (test markets, test marketing, tes: marketed)
El N-COUNT
If a company carries out a market test, it asks a group of people to try a new
product or service and give their opinion   I on it. A test market is an area
or a group of people that tre; at new product or service so that its qualities
can be evaluated. The new product performed well in a market test in Las Vega:
From 1983 to 1985, Minneapolis alone served as the test market for 110 products.
  VERB
If a company market tests a new product or service, or if ther test market it,
a group of people are asked to try it and are then asked for their opinions on
it.
These nuts have been market tested and found to be most SL, :em
to the Australian palate.
Adolph Coors Co. said its Coors Brewing Co. unit will test mar-~r
a new line of bottled water in the West early next year.
∙  market-led ADJ market-oriented ADI market-orientated ADJ
A company that is market-led, market-oriented or market-orientated aims to develop
products or services in order to f gaps in the existing market.
 ...moving away from an old-style textiles industry towards
international companies that are market-led.
 ...some market-oriented solutions for the problems of the elder.
Service industries like banking and insurance have also become
more market-orientated.
3 market: Topic 1.4; product-led:Topic 5.2
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∙*
Topic 9.2
Marketing - Product Life Cycle
∙ life cycle (life cycles) N-COUNT
The life cycle of a product is the time period from when it is first purchased
until the end of its usefulness.
Each new product would have a relatively long life cycle.
The life cycle of new products in the highly competitive consumer
electronics field is becoming ever shorter.
m development (developments) N-VAR
Development is the process or result of making a basic design gradually better
and more advanced.
 ...the development of new and innovative telephone services.
∙  launch (launches, launching, launched)
H VERB
If a company launches a new product, it makes it available to the public.
Crabtree & Evelyn has just launched a new jam, Worcesterberry
Preserve.
Marks & Spencer recently hired model Linda Evangelista to
launch its new range.
  N-COUNT
The launch of a new product is the act of making it available to the public.
The company's spending has also risen following the launch of a
new Sunday magazine.
 ...the most important product launch from Microsoft in six years.
Common Collocations
a launch party     an official launch a product launch

∙  growth N-COUNT
The growth of something such as an industry, organization, or market is its development
in size, wealth, or importance.
Littlewoods, which has seen underlying sales growth of
7 0 percent at its high street stores, said that it would continue
as a value retailer.
We experienced strong sales growth, partially a result of good
market growth.
∙  maturity N-UNCOUNT
Maturity is the state of being fully developed.
The market will have reached maturity within two or three years at the most.
∙ saturation N-UNCOUNT saturated AOI
The saturation of a market is the process or state that occurs when so many similar
products are already available within the market that any new products are unlikely
to sell well. If a market is saturated, so many similar products are already
available within the market that any new products are unlikely to sell well.
1
/ don't think that we have reached market saturation yet. As the market became
more saturated, firms began to ex product.
m decline (declines, declining, declined)
DO VERB
If something declines, it becomes less in quantity, importa-;*, I
or strength.
The number of staff has declined from 217,000 to 114,000.
Hourly output by workers declined 1.3% in the first quarter.
After five years of declining sales, Boeing says the airline inc.fijJ
a poised for a turnaround.
E N-VAR
If there is a decline in something, it becomes less in quanti:.
importance, or quality.
The decline in sales means that advisers at Natwest Life are completing on only
a handful of endowments each year. The essential problem is the relative decline
of manufacturing The first signs of economic decline became visible.
O research and development: Topic 5.2; R&D: Topic 5.2; product-orientated: Topic
5.2; test market: Tc: c 9.1; market research: Topic 9.1
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Topic 9.3
Marketing - Global Advertising
∙  advertising N-UNCOUNT
Advertising is the activity of creating advertisements and making sure people
see them.
 ... the sums spent on advertising by Internet companies.
 ...a well-known advertising slogan,
∙ advertisement (advertisements) N-COUNT advert (adverts) N-COUNT
ad (ads) N-COUNT
An advertisement is an announcement in a newspaper, on television, or on a poster
about something such as a product, event, or job. The forms advert and ad are
also used.
Miss Parrish recently placed an advertisement in the local
newspaper.
I saw an advert for a transport job with a large steel and
engineering company.
She replied to an ad she saw in the New York Times.
∙  promotion (promotions) N-VAR
A promotion is an attempt to make a product or event popular or successful, especially
by advertising.
During 1984, Remington spent a lot of money on advertising
Ask about special promotions and weekend deals too.
∙  print ADI
billboard (billboards) N-COUNT
The print media consists of newspapers and magazines, but not television or radio.
A billboard is a very large board on which posters are displayed.
/ have been convinced that the print media are more accurate
and more reliable than television.
 ...a huge billboard on Sunset Boulevard advertising her singing
talents.
∙ junk mail N-UNCOUNT spam (spams) N-VAR
Junk mail is advertisements and publicity materials that you receive through
the post, which you have not asked for and which you do not want. Spam is unwanted
e-mail sent to a large number of people, usually as advertising.
 ... the growth in iunk mail.
My American e-mail account gets 5 or 6 spam messages every
day.
 ...a program that will automatically delete spams.
∙ tag line (tag lines) N-COUNT
The tag line of something such as a television commercial is the phrase that
comes at the end and that is meant to be amusing or easy to remember.
The tag line was changed from "Bacardi Breezer, there's Latin spirit in every
one" to "Breezer, there's Latin soul in every one".
m
∙ tailor (tailors, tailoring, tailored) VERB
If you tailor something such as a product or activity to someone's needs, you
make it suitable for a particular persor wM purpose by changing parts of it.
Marriott is a good example of such a business, as it has hug-.
information databases on its customers allowing it to tailor ::   I
hotel chains to their needs.
A computer system can only answer yes or no, but we taiky :-jr\
response to fit the individual customer.
∙  advertising agency (advertising agencies)
N-COUNT
An advertising agency is a company whose business is to create advertisements
for other companies or organizations.
Advertising agencies are losing their once-powerful grip on b -yi^k
marketing.
∙  advertising campaign (advertising campaigns)I
N-COUNT
An advertising campaign is a planned series of advertiserre-isl The Government
has launched a mass advertising campaign :: reduce the nation's electricity consumption.
∙  advertising standards N-PLURAL
Advertising standards are the standards of honesty and decency that advertisements
are expected to follow.
The Advertising Standards Authority is the body to write to if .-avj find an
advertisement which is unacceptable in some way. Tr - « an independent
body which keeps advertising standards hie-
∙  budget (budgets) N-COUNT
The budget for something is the amount of money that a person, organization,
or country has available to spend on it.
Some companies have a budget for external training, at othen
all training is handled on the job.
Like any other small-business owner trying to make such
improvements, Cibbins had to do it on a tight budget.
∙  account (accounts) N-COUNT
A regular customer of a company can be referred to as an account, especially
when the customer is another company.
Biggart Donald, the Glasgow-based marketing agency, has we
two Edinburgh accounts.
∙  account executive (account executives) N-COUN-
An account executive is a person who works at a fairly senior level for a company
such as an advertising agency or a marketing firm and who deals with regular
customers.
 ...an account executive in marketing for IBM.
 .. .account executives from their ad agency.
O strategy: Topic 2.5; point of sale: Topic 6.4; direct mail: Topic 6.4; direct
selling: Topic 6.4; market share:Topic 12.1                                 
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Topic 9.4          Marketing - Branding
∙  branding N-UNCOUNT
Branding refers to the image or impression that a company creates for its products,
usually through advertising.
As we enter the 21st century, companies are placing greater
emphasis on branding and marketing.
Williamson points to French Connection, the fashion retailer, as
another example of how skilful branding can invigorate trading.
Common Collocations
a branding strategy           a branding exercise
 . corporate branding           global branding
∙  brand (brands) N-COUNT
own brand (own brands) N-COUNT own label (own labels) N-COUNT
A brand of a product is the version of it that is made by one particular manufacturer.
Own brands or own labels are
products which have the trademark or label of the shop which sells them, especially
a supermarket chain. They are normally cheaper than other popular brands.
/ bought one of the leading brands.
This range is substantially cheaper than any of the other own
brands available.
People will trade down to own labels which are cheaper.
∙ generic (generics)
01 AD)
A generic drug or other product is one that does not have a
trademark and that is known by a general name, rather than the
manufacturer's name.
Barry Zeigler says generic products can make a big dent in name brand sales only
when the generic is much less expensive.
i N-COUNT
A generic is a drug or other product that does not have a trademark and that
is known by a general name, rather than the manufacturer's name.
The program saved $ 11 million in 1988 by substituting generics
for brand-name drugs.
∙  brand name (brand names) N-UNCOUNT
The brand name of a product is the name the manufacturer gives it and under which
it is sold.
Drugs can be sold under different brand names across the EU.
When it comes to soft drinks, Coca-Cola is the biggest selling
brand name in Britain.
∙  brand awareness N-UNCOUNT
Brand awareness is how much people know about a particular brand, and the ideas
they have about it.
Brand awareness provides customers with a degree of
reassurance.
Norwich Union have got to buy their way into this market.
They've got to create brand awareness.
 

«ti
∙  brand image (brand images) N-UNCOUNT
The brand image of a particular brand of product is the or impression that people
have of it, usually created by advertising.
Few products have brand images anywhere near as strong as I
∙  brand loyalty N-UNCOUNT
Brand loyalty is the way some people always buy a particular za of a product,
and are not likely to start buying a different br>-
Suddenly perfume is losing its luxury cachet and becoming z-
everyday purchase and buyers are no longer showing brand \z.~.
Since the Netscape browser allowed Web-page designers tc i.
features that could not be seen by any other browser, a grec
deal of brand loyalty was guaranteed.
∙  brand recognition N-UNCOUNT
Brand recognition is when a person knows what a produc or knows something about
it as soon as they see it or hear it name.
The strategic linchpin of Sun-Rype's marketing plans is the s:
brand recognition enjoyed by their products.
∙  brand stretching N-UNCOUNT
Brand stretching is when a company uses an existing bra-;
name to sell a new product. They do this because they think :-J
people who buy the existing products with that brand name .<4
also buy the new ones.
 ...new developments such as brand stretching, in which toe:::: companies use
non-tobacco products such as the Marlboro Classics clothing range to promote
a particular brand of cigc
∙ diversification N-UNCOUNT
[H Diversification is when a company starts to produce nev.
and different goods or services.
He pined NWW in 1990 and was seen as the driving force behind diversification
into areas such as water and sewerage projects in the Far East and Mexico.
El Diversification is when people start to invest their mone.
more than one place or type of product. This can reduce the
amount of risk involved.
PEP regulations allow you to invest in overseas funds within certain limits.
With an election coming up in Britain in the nex: couple of years, international
diversification makes sense. ...a simple illustration of how portfolio diversification
works.
∙  USP  (USPS)  N-COUNT
The USP of a product or service is a particular feature of it which can be used
in advertising to show how it is different from, and better than, other similar
products or services. USP is an abbreviation for 'Unique Selling Point'.
With Volvo, safety was always the USP.
The ease of purchase was the USP and it made the products
especially attractive.
3 product mix:Topic 3.4; core values:Topic 3.4
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Topic 9.5
Marketing - Pricing
∙ price (prices) N-VAR list price (list prices) N-COUNT
The price of something is the amount of money that you have to pay in order to
buy it. The list price of something is its official price, before any discounts
are included.
 ...a sharp increase in the price of petrol.
They expected house prices to rise.
They haven't come down in price.
I ended up saving 50% on the holiday list price.
        Common Collocations                     
a market price  a purchase price        cut     price   
a price tag     a price rise                    m
∙ cost (costs, costing, cost)
CD N-COUNT
The cost of something is the amount of money that is needed in order to buy,
do, or make it.
The cost of a loaf of bread has increased five-fold.
Badges are also available at a cost of £2.50.
[HVERB
If something costs a particular amount of money, you can buy,
do, or make it for that amount.
This course is limited to 12 people and costs £50.
It's going to cost me over $ 100,000 to buy new trucks.
low-cost
Common Collocations
cost-cutting     cost-effective     cost savinc
∙  pricing strategy (pricing strategies) N-COUNT
A company's pricing strategy is the system of prices it sets for the goods it
produces or the service it provides.
This leads us to the conclusion that The Economist has different
pricing strategies in different markets.
∙  market price (market prices) N-COUNT market value (market values) N-COUNT
If you talk about the market price or market value of something, you mean that
its price or value depends on how many of the items are available and how many
people want to buy them.
 ... the market price of cocoa.
He must sell the house for the current market value.
∙  price-sensitive ADJ
If the market for a product or service is price-sensitive, it is
affected by changes in price.
 ... Matrix Essentials hair salon products, aimed at younger price-sensitive
consumers. The visitor attraction market is already crowded and is price
 
∙ competition-based pricing N-UNCOUNT cost-based pricing N-UNCOUNT market-orientated
pricing N-UNCOUNT penetration pricing N-UNCOUNT
Competition-based pricing is the policy of setting a pr :∙? for goods or
services based on the price charged by other companies for similar goods or services.
Cost-based pricing ai the policy of setting a price for goods or services based
on ~2w™ much it costs to produce, distribute and market them. Markef-I
orientated pricing is the policy of setting a price for goc:: aj services based
on an analysis of the market and consumer requirements. Penetration pricing is
the policy of setting a I relatively
low price for goods or services in order to encourac^   I sales.
Competition-based pricing is easily implemented on the inte~-i^
A cost-based pricing strategy had caused this company to lose I
orders it should have won.
We will also maintain a market-orientated pricing strategy :-:«
firm grip on our cost base.
A policy broadly akin to penetration pricing was adopted tc
achieve maximum penetration in this sector.
∙  discount (discounts, discounting, discounted)
H N-COUNT
A discount is a reduction in the usual price of something.
They are often available at a discount.
All full-time staff get a 20 per cent discount on goods up to
£1,000 each year.
i VERB
If a shop or company discounts an amount or percentage f-zm something that they
are selling, they take that amount or percentage off the usual price.
This has forced airlines to discount fares heavily in order to sps
demand.
Tour prices are being discounted as much as 33%.
∙  discounting N-UNCOUNT
Discounting is the practice of offering a reduction in the usi.5 price of something.
 ... heavy discounting of football shirts.
 ...a vicious period of discounting led by Esso's 2p per litre
voucher promotion.
O rival: Topic 3.3; marketing mix: Topic 3.5
106